More than 30% of contact centers fail to formally measure customer
satisfaction with the service they receive, according to a recent report by
The 2007 Customer Satisfaction Measurement Report found that, of those that
do measure, more than a third (38.7%) reported an enviable customer
satisfaction rating of 91%-100%, with another 35% reporting a more than
adequate rate of 81%-90%. In fact, only 10.7% of centers surveyed cited a
customer satisfaction rating of 70% or lower.
Following are a few key findings from the report:
* The most common surveying method cited in the study was live phone
surveys – used by 38% of centers. The second most common surveying method
was email surveys (34.1%), followed by automated phone surveys (23.9%) and
mail surveys (20.5%).
* Many centers are waiting too long (two days or more) after the
customer interacts with the center before surveying the customer about their
experience (except for centers using automated phone surveys, which
typically occur immediately following a transaction). This not only dilutes
the feedback received (since the contact is not fresh in the customer’s
mind), it greatly decreases the likelihood that the center will be able to
“recover” a customer from a highly negative service experience.
* All in all, contact centers are pleased with their center’s ability
to measure customer satisfaction and to take positive action based on the
findings: Two in three centers rated themselves as either “good” (37.3%) or
“very good” (29.8%) in this regard, with a few centers (3.7%) giving
themselves an “exemplary” rating.
* While the vast majority of centers reported sharing survey results
with other departments within the enterprise, most rate the overall sharing
process as merely acceptable (43.8%) or “not very effective” (19.4%).